A New Chapter on Differentiated Value

More from Positioning with April Dunford All episodes →

1. 

   S2 · E22 · 2 Apr 2026 · 26 min

   Post Positioning - Testing and Execution

   In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning through live sales conversations instead of homepage experiments, and I walk through the sales pitch structure I use to make that test meaningful. I also share how to turn positioning into a messaging document, how to keep that messaging consistent over time, and how to know when it is actually time to revisit your positioning. You will learn: (00:03:25) Why testing positioning through landing pages or homepage A B…

2. 

   S2 · E21 · 19 Mar 2026 · 24 min

   New Thinking on Market Categories

   In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market category actually is. I break down how to align your category with your differentiated value so customers immediately understand what you do. You will also learn the three positioning strategies and how to choose the one that gives you the best chance of winning in your market. You will learn: (00:00:00) Understand why starting with an aspirational market category leads to weak positioning and customer confusion. (00:03:29)…

3. 

   S2 · E19 · 19 Feb 2026 · 29 min

   Competition in a Positioning Exercise

   In today’s episode, I dive into why competitive alternatives—not problems or future visions—are the right place to start a positioning exercise. I explain how different teams inside a company misunderstand competition in predictable ways, and why positioning must focus only on who shows up on customer shortlists right now. I also share how my thinking on this step has evolved since the first edition of my book, Obviously Awesome, and why getting this step wrong makes every other positioning decision harder. You will learn: (03:26) How competitive alternatives are broader than direct…

4. 

   S2 · E18 · 5 Feb 2026 · 27 min

   Preparing for a Positioning Exercise

   In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore alignment, or try to make positioning work for every customer they’ve ever had. I also walk through how to assemble the right team, let go of outdated assumptions, and create shared language so positioning decisions actually stick. You will learn: (01:53) How the second edition of my book Obviously Awesome restructures positioning into pre-work, core work, and post-work. (03:12) Why positioning is not a marketing-only activity…

5. 

   S2 · E17 · 22 Jan 2026 · 27 min

   Decisions to Make Before a Positioning Exercise

   In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunched products lead to positioning theses rather than true positioning, and why clarity around audience, scope, and personas is essential. Also, this episode sets the foundation for a new mini-series tied to the second edition of my book, Obviously Awesome, focusing on what I’ve learned after hundreds of positioning workshops. You will learn: (01:34) Why I decided to release a second edition of Obviously Awesome after six years…

6. 

   S2 · E16 · 27 Feb 2025 · 25 min

   Positioning, Value, and Objection Handling

   In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions. You will learn: (00:00) Why Value and Objection Handling Aren’t the Same * Value drives purchase decisions, while objection handling removes potential blockers. * Focusing on core value themes helps customers remember…

7. 

   S2 · E15 · 13 Feb 2025 · 29 min

   How to Turn a Competitor's Strength into a Weakness

   In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can double as weaknesses in different markets. * Opportunities for challenger brands to carve out niche markets. * The differences between platform and tool positioning and their respective advantages. * Competing with legacy brands. * Competing against free or low-cost products. * Appealing to end users versus decision-makers. * Using manager-level value propositions to win deals against free tools.…